• Immersive event engages over 600 customers, media, influencers and dealers from 28 countries in a full discovery of the MY24 heavy duty range.
• The new edition of IVECO’s premium customer experience returns to Madrid including an exclusive driving performance of the S-Way

Turin, 16 October 2025


Madrid once again became the beating heart of IVECO’s heavy-duty world, as the brand hosted the S-Way Driving Experience — an exclusive event designed to engage and inspire its most valued customers across the EMEA region.

Set inside the IVECO Madrid plant — the birthplace of the S-Way heavy-duty range — the event offered a behind-the-scenes look at the manufacturing excellence that powers one of Europe’s most advanced truck facilities. Here, innovation meets craftsmanship: every S-Way takes shape through precision engineering, cutting-edge technology, and a commitment to quality that defines IVECO’s DNA.

Participants were invited to discover the full MY24 heavy-duty product and services portfolio, explore the state-of-the-art factory, and - most importantly - take the wheel. The highlight of the event was the exclusive test drive, designed - featuring both diesel and LNG-powered vehicles - to let guests feel the new generation of IVECO performance and comfort firsthand.

Across two dynamic days, over 600 customers, media, influencers and dealers from 28 EMEA countries, lived an unforgettable IVECO journey — combining knowledge, emotion, and pure driving pleasure. Over 100 hours of test driving were completed during the program, allowing participants to experience the vehicle’s dynamics and advanced driver-assistance systems in real conditions.

“With the S-Way Driving Experience, we reinforce our customer-centric approach by combining product and service innovation with tangible experiences. Hosting this event in Madrid, where our S-Way trucks are built, underlines our strategic focus on quality, operational excellence, and reflects our continuous effort to stay close to our customers across Europe” said Simone Curti, Head of EMEA IVECO Truck Commercial Operations.

“The customers’ feedback gathered throughout the sessions echoed a powerful message: the new IVECO S-Way range is innovative, brilliant, and resilient. A true affirmation of IVECO’s commitment to designing vehicles that drive progress and meet customers’ expectations” added Curti.

Alongside the product experience, IVECO also showcased its comprehensive MY24 heavy-duty service ecosystem, demonstrating how the brand’s offer extends far beyond the truck itself. Guests explored IVECO’s integrated digital and connected services for the S-Way range, including fleet management solutions, predictive maintenance programs, fuel efficiency optimization, and tailored financing and aftersales packages — all designed to maximize uptime, performance, and total cost of ownership.

From the first ignition, participants experienced firsthand the outstanding evolution of the new IVECO S-Way that combine cutting-edge technology, comfort, and sustainability featuring the High-Performance Engine Brake for uncompromised braking effectiveness, the Hi-Cruise with lateral control for optimized efficiency, Eco driving modes enhancing fuel economy and flexibility, mirror cams providing enhanced visibility and aerodynamics, new ergonomic cab interiors and Electro-Hydraulic Power Steering for better comfort and driving feeling.
These innovations, combined with IVECO’s next-generation ADAS and connectivity-enabled service ecosystem, confirm the brand’s determination to deliver a complete transport solution built around the customer and the driver.

Customers were also treated to leisure activities celebrating the rich Spanish food and wine culture, enjoying moments of conviviality and discovery that added a unique networking dimension to the experience and strengthened the connection between brand, territory, and people.

With this event, which kicked-off at end-2023 just right after the official MY24 launch event in Barcelona, the IVECO S-Way Driving Experience confirmed its role as a strategic platform to strengthen the brand’s presence and perception across Europe, engaging key stakeholders through the most authentic expression of what driving an IVECO truly means.

IVECO S-Way MY24: Efficiency and innovation at the driver’s service
The new IVECO S-Way MY24 introduces a series of advanced features that elevate driver experience, operational efficiency, and sustainability. At the heart of the range is the xCursor 13 engine by FPT Industrial, the Iveco Group brand specialized in powertrains, delivering up to 580hp and 2,800Nm of torque, with cutting-edge technologies contributing to up to 10% fuel savings – as confirmed by TÜV SÜD -, with an additional 4% achievable through connected services and predictive monitoring.
The fully redesigned cab offers a “car-like” driving position, enhanced ergonomics, and a customizable dashboard with premium materials. A full digital cockpit with TFT cluster, 10” infotainment system, and optional camera mirrors improves visibility and reduces drag.
Safety and connectivity are taken to the next level with the Driver’s Health service and the upgraded Professional Safety Report which integrates vehicle and biometric data to proactively support driver wellbeing.
Fleet managers benefit from the evolved IVECO ON portal, offering remote commands, predictive diagnostics, and tailored service packs — all designed to reduce Total Cost of Ownership and maximize uptime.